1. Fiona Blackley MMM Group, Edinburgh ACT Canada Summit, Calgary 30 th October 2013 MOBILITY MANAGEMENT

2. 2 I feel like a valued transit customer I receive a single bill for all my travel I have one smart device to pay for everything I don’t need to own a car to get to work or collect my groceries I can book premium services if I need or want them IMAGINE IF….

3. 3 Transport authorities knew why each passenger was travelling Transport authorities had tool for incentivising behaviour change Authorities could balance travel demand across the system Transport could directly benefit social, health and education objectives There were new ways to maximize the benefits of our infrastructure investment

4. 4 CITIES AND MOBILITY 4

5. TRANSPORT IS THE MAJOR DRIVER OF CITY COMPETITIVENESS (Latin America 21%) (Africa 13%) (Latin America 21%) (India / China 11%) (Asia 9% and Latin America 8%) (India/China 12% and Africa 10%) (India/China 12% and Latin America 6%) Importance for Economic Attractiveness Unprompted Percentages (n=522 in 25 cities) 5 2006 SURVEY OF MEGACITY OFFICIALS & INFLUENCERS

6. FROM TRENDS TO REQUIREMENTS 6 Globalisation Urbanisation Land Use Ageing Workforce Participation Smaller Households Affluence Consumer Culture Motorisation Congestion Environmental Awareness Infrastructure Spend ICT Availability Governance Complex Trips Consumer Congestion Enabling Technology Government Policy Personalised Options Informed Decisions Simple Mode Neutral Inform & Communicate Personal Connectivity Physical & Virtual Integration Coordinated Transfer “Zero-Wait State” Trusted Services Perceived Value Transparent Value Proposition Payment Mechanism Attractive Mobility Package User Focused Seamless Valued InfluencersTrendsNeedsRequirements

7. 7 Complete Mobility Future end-state for a city’s transport system which would enable it to remain economically competitive in a global marketplace Transport Retail Model Applies techniques commonly used by large retailers, with their focus on personalized services, customer loyalty and yield optimization Mobility Management Future mobility products and services built on lifestyle needs, often via user facing technology, to deliver real value THE JOURNEY TO MOBILITY MANAGEMENT

8. 8 DEFINING MOBILITY MANAGEMENT 8

9. Aggregates the complete transport offer within a city by delivering personalized, customer-oriented services by integrating transport with user lifestyle needs 9 WHAT IS MOBILITY MANAGEMENT?

10. WHAT DOES IT DO? 10 User NeedsSystem Needs

11. PIECING IT ALL TOGETHER 11

12. Technological advances make Mobility Management possible Mobility Management uses technology to: gain insight and understand users provide tailored services and solutions to customers 12 TECHNOLOGY IS AN ENABLER

13. WHY IS IT IMPORTANT? 13 Inescapable global megatrends Transport is a means to an end, not an end in itself Make best use of existing assets New revenue streams & cost effective spending Support non- transport objectives (e.g. health) Strategic transport policy goals (e.g. TDM)

14. WHAT DOES IT MEAN FOR AN INDIVIDUAL? 14 Incentivises individuals to make economically rational & personally optimal mobility decisions on a day-to-day basis and at key life-change points such as moving home Helps people to select the right mode for the right trip at the right time Makes life easier!

15. WHAT DOES IT MEAN FOR COMMUNITIES? 15 Promotes Liveable Communities where people want to live, work, study, visit and play Stimulates Transit Oriented Development where the most desirable properties are located closest to sustainable transportation links Prioritises the development of active transportation networks through the design of Complete Streets

16. WHAT DOES IT MEAN FOR TRANSPORTATION AUTHORITIES? Requires transportation authorities to adopt a new role as an aggregator of mobility services, ensuring value and personalization to the user. Over the long-term, this requires a shift in culture and modus operandi for transportation authorities: 16 Mobility Enabler Top-Down Service Deliverer

17. 17 MOBILITY MANAGEMENT APPROACH

18. 18 UNDERSTANDING THE USERS IT’S NOT ABOUT THE BUSES/BIKES/CARS/PATHS… …IT IS ABOUT THE USERS Understand customer needs, fears, motivations & experiences Need to know where they go, when and why Transport is a facilitator for individual’s lifestyles

19. 19 THE USER ENGAGEMENT PATHWAY Capture Identify Manage Influence

20. …that Anne only drives to work because she hates waiting for the bus in the rain? …that Greg gets off the bus early so that he walks further to gain some exercise? …that Pete would travel off-peak if he got a 2 for 1 offer at Timmies? …that Sarah enjoys meeting her friend Joanne and chatting on the train? WITHOUT A MOBILITY MANAGEMENT APPROACH, WOULD YOU KNOW….

21. 21 MOBILITY DESIGN METHODOLOGY

22. 22 Consider how services can be designed differently We don’t just describe existing problems We tackle current and future problems We design solutions to address real user lifestyle needs MMM MOBILITY MANAGEMENT METHODOLOGY

23. 23 Mobility Management applies Service Design techniques to Transportation USING DESIGN TECHNIQUES Product DesignService Design

24. 24 MOBILITY MANAGEMENT EXAMPLES 24

25. 25 2 LEVELS OF MOBILITY MANAGEMENT PROJECTS INDIVIDUAL MOBILITY MANAGEMENT PRODUCTS OVERARCHING MOBILITY MANAGEMENT SYSTEM

26. REGIONAL TRANSPORT AUTHORITY STRATEGIES South East Queensland, Australia Vancouver, Canada How can Mobility Management support their regional transportation strategy? 26

27. http://youtu.be/7mkRqdb2Iuo 27 EN-ROUTE HYPER-LOCAL MEDIA COMPETITION The Challenge: ■ Better connect bus users with the communities they travel through The Product: ■ Smartphone app to provide targeted community news, local information and retail offers along public transport routes ■ Use people’s corridors of movement to promote greater social interaction Key Benefit: ■ Economic growth for local businesses and increased participation in community events and activities

28. 28 OPEN OXFORD CITY CENTRE REVITALIZATION INITIATIVE The Challenge: ■ Restore retail activity and spend by spreading the ‘Open for Business’ message The Product: ■ City-based membership smartcard for residents ■ Incentivizes travel mode to align with movement peaks ■ Retail loyalty and entitlements for members Key Benefit: ■ Revitalizes city centre core to better compete for retail spend with other nearby towns

29. CAR FREEDOM KEEPING SENIORS CONNECTED 29 The Challenge : ■ Support seniors thinking about giving up their car The Product: ■ Membership module for car “giver-uppers” ■ Discounted mobility options for members including taxis, paratransit & car share ■ Travel planning and reporting on activities undertaken ■ Single monthly invoice for travel by all modes Key Benefit: ■ Simple tool to facilitate continued community interaction for those without a private car

30. WALK ABOUT WALKING APP FOR NHS LONDON 30 The Challenge: ■ Change behaviour to reduce the impact of obesity The Product: ■ Smartphone app to prompt & maintain behaviour change ■ ‘Nudge’ public transport users to extend their walking activity ■ Integrated with real-time public transport service information systems Key Benefit: ■ Easily fits additional walking into daily commuting activity by exploiting underused time

31. MMM Group 3 Hill Street Edinburgh, EH2 3JP, UK t: +44 (0)131 226 1045 Thank you!